"Consumers are bombarded with brand messages, so everyone has to find an innovative, unique approach to reach consumers. The best approach is proving to be the one that organically ads value to the consumer, providing them something that is fun, interesting or helpful," says advertising sales expert Cecilia Lang.

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Advertisers from around the world gathered at the 23rd World Advertising Forum to discuss current trends in classified advertising, and the importance for news organisations to establish a presence on digital platforms. Classifieds have been a traditional revenue driver for print newspapers, but this model has been increasingly challenged by the advent of pure players and online competitors.

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